Lecture M: Marketing (4/e) - Chapter 4: Marketing ethics

Chapter 4: Marketing ethics. In this chapter you will learn: Identify the ethical values marketers should embrace, distinguish between ethics and social responsibility, identify the four steps in ethical decision making, describe how ethics can be integrated into a firm’s marketing strategy, describe the ways in which corporate social responsibility programs help various stakeholders.

marketing ethics

four

into a firm’s marketing strategy.

social responsibility programs help various stakeholders

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Business Ethics

Marketing Ethics

Miller TV Commercial from Slang Music Group

in the Workplace

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Code of Ethics

AMA Website

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Photo Disc/Getty Images ©Digital Vision Ltd.

©Royalty-Free/CORBIS Getty Images

Are all the individuals who engage in questionable behavior just plain immoral or

unethical?

What makes people take

actions that create so much

harm?

Decisions often have conflicting outcomes, where both options

have positive and negative consequences

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practices, yet donates a

lot to the community

Ethical firm not involved

with the larger community

Ethical Decision Making

Step One: Identify Issues

and Identify Stakeholders

Step Three: Brainstorm  and Evaluate Alternatives

Weigh the alternatives

Take a course of action

check yourself



decision-making framework

Marketing Strategy

statement sets the

overall ethical tone

Should the firm be targeting

this market with this product?

Should the firm be selling its product in this market

in this manner?

Should the firm be relocating production to another country?

check yourself



manager consider at each stage of the

marketing plan?

• Potential customers Customers

check yourself



evolved since the turn of the twenty-first

century?

stakeholders that firms should consider in

their corporate social responsibility efforts

Return

to slide

Corporate social responsibility describes the

voluntary actions taken by a company to address

the ethical, social, and environmental impacts of

its business operations and the concerns of its

stakeholders

Glossary